Chilean wine: the great ambassador of Chile has an enormous challenge for the coming years, mainly thanks to the potential of Chilean Premium wines. China is a fast growing market for imported wine. In 2017, wine exports to that nation increased by 17% in volume and in value increased by 18%.
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Currently there are many opportunities to position high-end wines in China, as the population is having higher incomes. According to experts, China will be the only place for premium wine for the next 10 years. China will be the market of the future for the high-end segment, and Chile can not pass up that opportunity.
Premium Chilean wines are in a development phase, consumers – internationally – already know their quality, but to convey that and conquer China’s giant market, the industry necessarily has to invest more time and resources there.
China has 10 years of opening to world trade, it is a market that is just learning, starting to know the world’s wines and is totally open and interested in knowing the best wines.
The level of wine consumption of the Chinese market per capita is very low, of less than one liter per inhabitant, so there is a great potential to grow.
Chile exports close to US $ 1,800 million and China has already become the number one destination for Chilean wine. Chile exports globally at an average price of US $ 27 per box, a value that has not changed in the last 10 years.
China, increasingly, for a matter of purchasing power, is having greater demand for high-end wines. There is a very large market and Chile could perfectly aspire to sell on average at US $ 50 a box, which is the value sold by New Zealand. It could double the current average price.
Chile has to compete in the premium wine leagues. We must bear in mind that fine wine is something very recent in the world, which started 50 years ago, and in this reality, the first ones that were recognized are those from Bordeaux.
In the case of Chile, it only started to export from the year 90, before that, everything it produced was sold in the domestic market. Chile was the last to arrive at the world amphitheater of wine, but in spite of that, it has everything to be in the first line: quality and is having recognition. There is no technical justification for Chilean wine, with the quality it has, worth less than its competition.
Learn to know Chilean wines. The quality is indisputable.
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